Uniqlo vs Zara:Which is more popular?
In September 2026, Zara had more branded searches than Uniqlo among women's fashion retailers worldwide. Zara had about 37.2 million branded searches, while Uniqlo had 13.6 million. Zara made up 39.7% of all women's fashion retailer searches we track, and Uniqlo accounted for 14.5%. When we asked ChatGPT and Google AI Overviews about women's fashion retailers, Uniqlo and Zara each appeared in two of the four answers. Zara was mentioned before Uniqlo in two out of three answers that named either.
Who do people search for more?
Zara, about 3 searches for every 1 for Uniqlo
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
Zara, named ahead of Uniqlo in 2 of 3 answers
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Top women's fashion retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Uniqlo and Zara were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Zara was listed before Uniqlo in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Old Navy3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Madewell3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Zara2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Uniqlo2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Nordstrom2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Aritzia2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Anthropologie2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Quince2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
H&M1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Cotton On0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about women's fashion retailers
4 answers
Asked ChatGPT
“Which women's fashion retailer should I shop at?”
Asked ChatGPT
“What are the best women's fashion retailers?”
Asked ChatGPT
“What's the best women's fashion retailer for everyday clothes?”
Searched Google, AI Overview
“women's fashion retailers”
Searched Google, AI Overview
“women's clothing store”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Uniqlo or Zara more popular in search?
This chart shows how often people search Google for Uniqlo and Zara by name. Each line represents a brand's share of searches for all 13 women's fashion retailers we track, month by month, from English-language searches worldwide.
Share of searches by month for Zara, Uniqlo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Zara | H&M | Uniqlo | Old Navy | Nordstrom | Aritzia | Anthropologie | Cotton On | Madewell | Country Road | Quince | Seed Heritage | Max |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.5% | 20% | 16.3% | 10.9% | 6% | 4% | 2.7% | 1.8% | 0.81% | 0.66% | 0.26% | 0.16% | 0.02% |
| Nov 2025 | 36.4% | 16.3% | 16.3% | 10.9% | 6% | 6% | 3.3% | 2.7% | 0.98% | 0.8% | 0.27% | 0.16% | 0.02% |
| Dec 2025 | 38% | 17% | 13.9% | 11.4% | 7.6% | 4.2% | 3.4% | 2.3% | 0.84% | 0.84% | 0.35% | 0.17% | 0.02% |
| Jan 2026 | 39.4% | 17.6% | 17.6% | 7.9% | 6.5% | 4.3% | 2.9% | 1.9% | 0.71% | 0.71% | 0.34% | 0.14% | 0.02% |
| Feb 2026 | 40% | 17.9% | 14.6% | 9.8% | 6.6% | 3.6% | 2.9% | 2.4% | 0.72% | 0.89% | 0.35% | 0.18% | 0.02% |
| Mar 2026 | 39.1% | 17.5% | 14.3% | 11.7% | 6.4% | 3.5% | 2.9% | 2.4% | 0.87% | 0.87% | 0.34% | 0.17% | 0.02% |
| Apr 2026 | 39.9% | 17.8% | 14.6% | 9.8% | 6.6% | 3.6% | 2.9% | 2.4% | 0.88% | 0.88% | 0.34% | 0.18% | 0.02% |
| May 2026 | 37.6% | 20.6% | 13.7% | 11.2% | 6.2% | 3.4% | 2.8% | 2.3% | 0.83% | 0.83% | 0.39% | 0.17% | 0.02% |
| Jun 2026 | 40.1% | 22% | 12% | 9.9% | 5.4% | 3.6% | 3% | 2% | 0.73% | 0.89% | 0.34% | 0.18% | 0.02% |
| Jul 2026 | 39.8% | 17.8% | 11.9% | 11.9% | 8% | 3.6% | 2.9% | 2% | 0.72% | 0.88% | 0.34% | 0.14% | 0.02% |
| Aug 2026 | 39.2% | 17.5% | 14.3% | 11.7% | 6.4% | 3.5% | 2.9% | 2.4% | 0.87% | 0.71% | 0.41% | 0.17% | 0.02% |
| Sep 2026 | 39.7% | 17.7% | 14.5% | 9.7% | 6.5% | 4.4% | 2.9% | 2.4% | 0.88% | 0.72% | 0.42% | 0.18% | 0.02% |
How has the Uniqlo and Zara comparison changed over the last 12 months?
3 findings
- Zara was ahead of Uniqlo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Uniqlo’s share of searches among women's fashion retailers worldwide moved from 16.3% to 14.5%, and its estimated monthly branded searches moved from 16.6M to 13.6M.
- Across the 12 months ending September 2026, Zara’s share of searches among women's fashion retailers worldwide moved from 36.5% to 39.7%, and its estimated monthly branded searches held steady at 37.2M.
How did search popularity change for women's fashion retailers worldwide in September 2026?
2 changes
In September 2026, Zara gained share of searches among women's fashion retailers worldwide, from 39.2% to 39.7%.
Estimated monthly branded searches for Uniqlo worldwide fell 18.1% over 12 measured months, from 16.6M to 13.6M in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Uniqlo’s and Zara’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among women's fashion retailers
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